BrightEdge Technologies

Optimizing CRM for a Rapidly Growing Sales Team

BrightEdge is a Silicon Valley-based global leader in Enterprise Search Engine Optimization. Since BrightEdge founded in 2007, they have grown to over 300 employees, and over 1,500 customers worldwide*. BrightEdge came to Groundswell Cloud Solutions to optimize Salesforce to accommodate their high growth with a scalable solution.

*These numbers are as of March 2017

The Challenge

An existing Salesforce customer, BrightEdge needed to optimize their CRM to accommodate rapid growth. This meant that they needed to build for scale and think toward the future.

With the recent addition of a large sales team and a transition to a highly sales-driven business model, they needed to ensure that their full sales cycle was running smoothly:

Marketing

Lead generation

Lead assignment

Opportunity management

Support

Ongoing customer cultivation

One of the very first requirements was the need to clean their customer and prospect data - to ensure inside sales team had the information they needed at their fingertips.

The Solution

Groundswell has become a long-term, trusted advisor for BrightEdge's Salesforce implementation. The partnership began with an initial data quality assessment and cleanup project which led to improvements across the organization.

Key areas of focus include:

Optimized sales processes with automated renewals

Automated case creation and closure process for customer support

Implementation of 3rd party subscription billing add-ons for accounting

Clean data with a data augmentation and territory management effort for sales

To tie it all together, we developed rich reporting & analytics to support each business unit.

The Outcome

With an optimized Salesforce instance, BrightEdge is now prepared to handle further scale and ongoing global expansion.

They are able to close more business by leveraging high quality data, thus reducing time spent by inside-sales reps chasing poor-quality leads

They have eliminated process gaps by automating renewal processes to eliminate potential subscription lapses or cancellations

They are able to take advantage of greater predictability in forecasting with a rich set of reporting & analytics

Support is better equipped to respond to internal and external inquiries through various optimizations

Best of all, they continue to hone their processes, and their rapid growth is not slowing down any time soon!

Volney Spalding
Former Vice President of Sales Operations

We would recommend Groundswell to anyone, but especially high growth environments where precision and responsiveness are key